A Field Guide to Designing a Health Communication Strategy

Source
Johns Hopkins University Center for Communication Programs

The purpose of this book is to share a set of steps and tools with those in the field to help ensure that behavior change communication efforts are developed strategically— with participation from all stakeholders, clear goals, segmented audiences, and effective messages based on sound research and credible theory.

The text is based on many years of experience in the field and is supplemented with real-world examples and case studies. The chapters cover: analysis, audience segmentation, behavior change objectives, strategic approach, message development, channels and tools, management, and evaluation.

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